It’s no secret that the major ISPs are getting more and more interested in list engagement. While elements like content and domain reputation are still pivotal to your deliverability, subscriber interaction seems to have leap-frogged those standards.
And that goes for both good interactions and bad interactions. Raking in those opens and clicks is key for inbox placement. Conversely, having your emails just sit in the inbox until the recipient eventually decides to de-clutter through deletion – well, that’s basically the Kiss of Death.
And yet, in spite of this knowledge, it seems companies are doing everything in their power to get me to unsubscribe from their emails. Here are the three most common offenses.
The Deluge Tactic
As much as it sounds like a good idea, sending me an email every single day with an eerily similar offer is not the way to get me make a purchase. And those deal-of-the-day sites could use a lesson in moderation, too. If I’m not opening an email every day, maybe you should move me to your once-a-week list.
The Not-So-Monthly Newsletter
I think it’s great that you have a newsletter. But if it’s “monthly” or even “weekly,” stick to it. Don’t call it monthly and send me one twice a month. Don’t say it’s a weekly update only to have me go weeks without getting one. William Shakespeare once asked, “What’s in a name?” Expectations, Billy Shakes, that’s what.
The Too-Friendly From Name
There are a handful of warm-and-fuzzy companies out there that think they’re above using a familiar From Name. So instead of getting emails from ABC Widget Company, I’m getting emails from Joe Smith, their digital marketing manager. Sorry, Joe – as much as I love your company’s widgets, I have not committed its marketing team to memory, so I have no idea who you are. And if morbid curiosity is the only thing compelling me to open your emails, your inbox leash is very short indeed.
About the Author: Harry Kaplowitz is the Deliverability Product Manager for iContact, an email marketing platform for small-to-midsized businesses. You can follow him on Twitter (@Inboxygen), or visit inboxygen.com.